Delphine Babin, a wealthy magazine publisher with a reputation for turning round magazines, has purchased Culture Contem
Posted: Thu Apr 28, 2022 2:20 pm
Delphine Babin, a wealthy magazine publisher with a reputation
for turning round magazines, has purchased Culture Contemporaine,
an international magazine of contemporary art and culture, which
has declining circulation. The magazine is published in Paris eight
times a year (annual subscription 120 euro) and appeals mainly to
those involved in collecting contemporary art. The magazine
features reviews of contemporary art exhibitions from an insider
perspective, as well as book reviews, auction activity, and columns
by today’s most forward-thinking writers, artists and curators. The
look and editorial coverage have already been transformed by the
new owner to reflect the desired new market position of the
magazine, which emphasises art as an investment. A spokesperson for
Delphine Babin stated: “Culture Contemporaine, along with other
arts magazines, has struggled to maintain circulation in recent
times. We know that the readership of arts magazines is declining
generally, but we think we can buck the trend with our new format
magazine. In fact, we believe the contemporary art investor segment
has the potential to grow tremendously over the next few years,
both in terms of magazine readership, as more people get into
collecting art for investment purposes, and in terms of
advertising, where we have the ability to deliver an audience to
advertisers interested in reaching high net-worth readers. Culture
Contemporaine is set to become a highly valuable and unique
resource that provides the information and opinions that
contemporary art investors need to successfully navigate the art
market and make informed investment decisions.” The magazine is
distributed through independent newsagents and select galleries in
the UK, USA, Canada, France, Germany, Portugal, Italy, Belgium,
Japan, Australia and New Zealand.
Required:
i) Do you think Delphine Babin is wise to invest in Culture
Contemporaine at a time when readership of arts magazines is
declining? Explain your reasoning.
ii) Advise Delphine Babin on the development of a marketing
strategy for Culture Contemporaine.
for turning round magazines, has purchased Culture Contemporaine,
an international magazine of contemporary art and culture, which
has declining circulation. The magazine is published in Paris eight
times a year (annual subscription 120 euro) and appeals mainly to
those involved in collecting contemporary art. The magazine
features reviews of contemporary art exhibitions from an insider
perspective, as well as book reviews, auction activity, and columns
by today’s most forward-thinking writers, artists and curators. The
look and editorial coverage have already been transformed by the
new owner to reflect the desired new market position of the
magazine, which emphasises art as an investment. A spokesperson for
Delphine Babin stated: “Culture Contemporaine, along with other
arts magazines, has struggled to maintain circulation in recent
times. We know that the readership of arts magazines is declining
generally, but we think we can buck the trend with our new format
magazine. In fact, we believe the contemporary art investor segment
has the potential to grow tremendously over the next few years,
both in terms of magazine readership, as more people get into
collecting art for investment purposes, and in terms of
advertising, where we have the ability to deliver an audience to
advertisers interested in reaching high net-worth readers. Culture
Contemporaine is set to become a highly valuable and unique
resource that provides the information and opinions that
contemporary art investors need to successfully navigate the art
market and make informed investment decisions.” The magazine is
distributed through independent newsagents and select galleries in
the UK, USA, Canada, France, Germany, Portugal, Italy, Belgium,
Japan, Australia and New Zealand.
Required:
i) Do you think Delphine Babin is wise to invest in Culture
Contemporaine at a time when readership of arts magazines is
declining? Explain your reasoning.
ii) Advise Delphine Babin on the development of a marketing
strategy for Culture Contemporaine.